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Rankings are improved by PPC advertising

A lot of people believe that PPC advertising improves the rankings of a website. However, this is a common misconception as search engines doesn’t consider PPC advertising as a ranking factor. In fact, both the PPC and SEO operate in different areas of the search engine. PPC ads appear on the top of the result pages with an “Ad” label. In contrast the organic search results are determined by search engine’s ranking algorithm.  Factors like content quality, backlinks, and website structure, helps rank a website but these factors are independent from the PPC.

PPC (Pay-per-click)
Figure 1. PPC (Pay-per-click)


PPC ads are a powerful tool, but the truth is that they don’t directly influence the organic search rankings. PPC advertising can be an additional aid to your overall SEO strategy. Moreover a more coherent and effective approach is to craft a marketing campaign combining the power of both the PPC and the SEO.

However, PPC (Pay-Per-Click) advertising has an indirect impact on the search engine rankings through different methods. Firstly, it enhances the website visibility by placing ads on the top of search engine page results, which could result in more organic visits as users get to know the brand.

Organic Searches
Figure 2. Organic Searches


Secondly, PPC campaigns serve as a source of valuable keyword data, which provides insights into which keywords perform well and hence, can be targeted in the SEO campaign.

Finally, brand exposure and recognition gained through PPC ads may increase branded searches, which search engines will consider a rank factor.

SEO Campaign
Figure 3. SEO Campaign


Furthermore, well-optimized PPC ads are capable of improving click-through rates (CTR), which implies the relevancy and authority of the page content on user search queries, helping to boost organic positions.

While PPC does indirectly affect search engine rankings, it’s important to remember that paid advertising itself doesn’t directly influence organic search results, as search engines strictly differentiate paid and organic listings to ensure the relevance and integrity of search results.

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